For such a relatively young brand Under Armour have kicked on spectacularly the past few years. Similar to how Onnit have cornered the natural wellness market in supplements, Under Armour very much own the everyday athlete market. People who take their training seriously are gravitating more and more to the Baltimore-based company - as are some big name athletes.
We were lucky enough to dip over to London where they were launching the new RULE YOURSELF campaign with Manchester United's Memphis Depay. The Dutch winger speaking about the intrinsics of his training, not just on the pitch, but with nutrition and recovery in the gym and at home.
Under Armour also pushed JOMO (the joy of missing out) and the tagline “It’s What You Do in the Dark That Puts You in the Light.” Essentially highlighting the hard work that bleeds results; you train when no one else wants to.
We also saw a video from the most decorated Olympic Athlete of all time, Michael Phelps, who is heavily in training for the 2016 Olympic Games in Rio - while UA officially announced Heavyweight boxing prospect, Anthony Joshua as one of their athletes.
The two spots below highlighting the rule yourself campaign feature both Memphis and the extremely impressively American Women's Gymnastics Team.